Isobel wins Gala as bingo brand goes it alone

Independent London creative agency Isobel has won Gala Bingo, previously owned by Coral before its merger with Ladbroke.

Isobel won in an AAR pitch also said to involve BMB, Fold7 and George & Dragon.

Gala Bingo marketing chief Andy Goram says: “2018 is going to be an exciting year for us as a business and we are delighted to be working with Isobel. It was a hard-fought pitch but in the end Isobel’s understanding of our business shone through in all the work.”

The UK TV schedules, particularly the smaller digital channels which still make up a large part of the whole, are awash with betting, bingo and lottery ads (there seems to be a lottery for every activity these days).

You can hardly blame agencies for chasing one of the few growth areas in the market but standards in the sector are low verging on subterranean. Isobel has built a reputation for itself for producing classy work for mid-sized clients. Maybe it can help.

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About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.